Honestly, I’m all for it. I agree that it should be limited, but especially with the limits on Atlas access, being stuck with a team name you don’t want can be a real pain.
I’d say either:
A) Time-limited: Every team gets 1 name-change per year.
B) Cost-limited: You can change as often as you want, but has a cost that goes up with every change. So teams that abuse the function will rapidly find themselves paying 100k+ rubies per name-change. Either they’ll bankroll all of PG, or they’ll get caught cheating, or they’ll get stuck with the name they have.